Most companies create content to attract traffic. Mural creates content to attract the right users, those who are actively searching for solutions.
Instead of relying on generic blog posts, Mural’s content is built around high-intent, conversion-focused strategies. Every page serves a purpose beyond ranking on Google. It leads visitors toward product engagement, helping them take action instead of just consuming information.
This approach has helped Mural generate over 132K organic visits each month. Their success comes from content that is highly interactive, strategic, and aligned with user intent.
Here’s how their content strategy works and what you can apply to your own business.
How Mural’s Content Strategy Works
Mural’s content falls into three core categories. Each type plays a role in attracting, engaging, and converting users.
#1 Blog posts that educate and introduce users to Mural
#2 Interactive templates that drive immediate product engagement
#3 Landing pages that convert decision-stage visitors
Each content type is structured to bring in traffic and lead users toward the next step. Here’s how they execute this strategy.
1. Blog Content That Educates and Introduces Users to Mural
Many SaaS companies use blogs to attract traffic. Mural’s blog goes beyond that. Their content is designed to introduce users to the product in a natural, engaging way.
One of their top-performing blog posts covers icebreaker questions. Instead of just listing questions, the post provides structured team-building exercises. It walks users through different ways to improve collaboration and engagement. The blog also links directly to Mural’s features, encouraging users to try the platform.
This content works because it provides immediate value while introducing users to Mural’s tools. Instead of just answering a question, it moves visitors toward using the product.
Source: Mural
What You Can Apply
#1 Write blog content that aligns with your product’s use case
#2 Show users how to solve a problem with your tool instead of just explaining the concept
#3 Structure content to lead users into an interactive experience rather than stopping at education
Want to structure your blog content for maximum impact? Learn how to create a blog content writing framework for consistent results.
2. Interactive Templates That Drive Product Engagement
Mural’s highest-performing pages are not traditional blog posts. They are interactive templates designed to provide instant solutions.
A great example is their Two Truths and a Lie template. Many users searching for team-building exercises want a ready-to-use template, not just a description. Mural ensures that the page is not just informative but also actionable. The template is available for immediate use, allowing visitors to engage with Mural’s platform right away.
This type of content works well because it eliminates friction. Instead of making users figure things out on their own, Mural provides a ready-to-use resource. Visitors can start using the tool without additional steps.
Source: Mural
What You Can Apply
#1 Create content that offers immediate value rather than just information
#2 Optimize high-intent pages to be interactive, not just text-based
#3 Make it easy for users to experience your product as soon as they land on the page
Want to create content that educates and converts? Check out how to craft captivating top-of-the-funnel content.
3. Landing Pages That Convert Decision-Stage Visitors
Mural does not just rely on blogs and templates to attract visitors. They also focus on owning high-intent, decision-stage searches.
Their homepage is a great example of this approach. Instead of just describing what Mural does, the page is structured to help users quickly understand its value. It highlights the key benefits of the tool, compares it to competitors, and includes clear calls to action.
This type of content works because it removes uncertainty. Decision-stage visitors do not need more education. They need reasons to choose Mural over other options. The page provides exactly that by emphasizing features, customer success stories, and direct sign-up options.
Source: Mural
What You Can Apply
#1 Optimize product pages to rank for high-intent, branded, and competitor comparison searches
#2 Structure landing pages to make the decision-making process easier
#3 Use real-world examples, testimonials, and feature highlights to showcase why your product is the best choice
Want to see how SaaS companies build thriving online communities? Explore how top SaaS companies ace social media marketing.
Key Takeaways: Why Mural’s Content Strategy Works
Mural’s approach to content is built on actionable, conversion-driven strategies. Their content does not just attract visitors. It moves them toward product adoption.
#1 Blog content educates and naturally introduces users to Mural
#2 Interactive templates provide immediate solutions and drive product engagement
#3 Landing pages capture high-intent users and guide them toward conversion
Many SaaS companies struggle with content because they focus too much on ranking and not enough on user intent. Mural’s strategy works because every page is designed to move users forward.
Want a Content Strategy That Converts?
Most companies create content that attracts visitors. Few create content that turns visitors into users.
At Concurate, we specialize in high-intent, conversion-driven content. Our approach is not about just bringing in traffic. We help businesses build content that engages, educates, and converts.
We analyze your existing content, identify high-value opportunities, and craft a strategy that aligns with business outcomes. Whether it is blog content, templates, or conversion-focused landing pages, our content strategies are built to drive real growth.If you want to build a content strategy that works, let’s talk.
