Your content is getting views. But is it getting customers?

You’ve done everything right. You’re publishing consistently. Traffic is growing. But conversions? Crickets.

And you’re not alone. 55% of B2B marketers report their biggest challenge is creating content that actually drives action.

And that’s because most companies write to attract more eyeballs, not buyers. They cover broad topics and hope people will figure it out.

But hope isn’t a strategy.

Imagine this: Instead of just getting random traffic on your website, your content starts pulling in real decision-makers. People who aren’t just reading; they’re actively searching, comparing options, and ready to take the next step.

That’s exactly what happened when we flipped the content strategy for our client.

With just three blogs, our client landed 24 high-intent leads without spending a dollar on ads.

Here’s how we did it.

The Missing Piece

Becoming Discoverable to the Right Buyers

Our client, a B2B FinTech company, built a powerful embedded financing solution designed to help SaaS and tech companies offer flexible payment options to their customers. But despite having a best-in-class product, they struggled with a key challenge: getting in front of the right decision-makers.

Their ideal buyers, SaaS CEOs, were actively searching for solutions like this, but under different names: “B2B Buy Now, Pay Later (BNPL)” and “Revenue-Based Financing (RBF).” The fragmented search landscape made capturing demand and driving inbound leads difficult.

When they approached us, their primary goal was clear: attract SaaS CEOs who were actively searching for this solution by whatever name and convert them into leads.

Here’s how we used SEO and strategic content marketing to make that happen.

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The Solution

A Content Strategy Built for Conversions

More traffic wasn’t the answer. The right traffic was.

At Concurate, we know the right traffic isn’t just anyone; they are the decision-makers. And, to attract them, we use a Bottom-of-Funnel (BoFu) content strategy that delivers exactly what they need at this critical stage. Instead of broad educational content, we create highly focused articles that answer their specific questions about selecting a solution and guide them toward a confident decision.

📌 What is BoFu Content? BoFu (Bottom-of-Funnel) content is designed to convert high-intent prospects into paying customers. At this stage, SaaS buyers know their problems and potential solutions. They’re just deciding which one to choose. 💡 Example: A SaaS founder searching “Best AI Writing Tools for Startups” isn’t just browsing; they’re actively evaluating which tool to try or purchase. A strong BoFu article would compare options, highlight key differentiators, address objections, and provide compelling reasons to take action. Actions include signing up for a trial, booking a demo, or purchasing.

This strategy includes three key types of blog content:

Best-in-Class: Buyers searching for the best want more than just a list. They need a selection of top solutions backed by user reviews and expert insights. 

We research and curate the most credible options along with our client’s product, highlighting key differentiators to help them make an informed choice quickly.

Alternatives: Many buyers start with a competitor in mind but want to explore better options before committing. 

We analyze searched alternatives, competitor weaknesses, and differentiating factors to position our client’s solution along with other potential solutions directly in front of them.

Comparison: When buyers need to choose between two potential options, they look for direct comparisons that clearly outline strengths, weaknesses, and use cases. 

We provide a side-by-side breakdown of features, pricing, and user feedback so they can confidently choose the best fit.

Here is how we leveraged this strategy for our client.

Step 1: Finding the Right Keywords

In the case of our FinTech client, we knew that SaaS CEOs scouring the market were not interested in knowing “What is revenue-based financing?”

Instead, they were looking for “Best revenue-based financing options” or “Capchase alternatives (Capchase being a big player in the field).” 

So, we decided to pick keywords that might not attract a lot of searches but definitely bring serious buyers, as highlighted below.

Keyword	Type	US Search Volume	Keyword Difficulty
revenue based financing companies	Best in Class	150	4
b2b bnpl companies	Best in Class	20	2
buy now pay later b2b	Best in Class	150	1
b2b buy now pay later	Best in Class	70	1
capchase competitors	Alternatives	20	0
lighter capital reviews	Alternatives	20	0
pipe competitors	Alternatives	10	0

Once we identify the keywords, the next step is creating content that ranks in top positions in Google search results.

Step 2: Creating Content That Ranks

At Concurate, ranking in the top Google results isn’t an afterthought. It’s baked into our content-writing process from the start. 

Like any battle, knowing your competition is key, so we conduct a deep analysis of top-ranking results to ensure our pieces can outrank them. 

When selecting competitors for our listicles, we don’t just pick randomly. We focus on those that Google already considers authoritative and ranks highly. We aim to add our client’s solution to that list.

We also know that Google wants something extra or unique to rank us, so we pull insights from unconventional sources like product review videos on YouTube, pain-point discussions on Reddit, and interviewing experts.

We also understand that Google prioritizes helpful content, so we put ourselves in the buyer’s shoes to address every factor influencing their decision.

For example, when we wrote these pieces to market this FinTech solution, we knew potential buyers would care about how quickly they can secure financing, the approval criteria, contract limitations, and how seamlessly the solution integrates into their sales workflows. So, we ensured that our content answered all these questions for all the solutions covered in the listicle.

Additionally, when we wrote alternative pieces, we analyzed public review websites to understand why buyers were seeking alternatives. And, if a weakness of a competitor was something that our client’s product overcomes, we specifically highlighted those.

And as shown below, we actually got the articles ranked in the top spots.

S. No.	Blog URL	Page Rank
1	https://www.ratiotech.com/blog/comparing-b2b-bnpl-providers	2
2	https://www.ratiotech.com/blog/pipe-competitors-and-alternatives	2
3	https://www.ratiotech.com/blog/capchase-competitors-and-alternatives	3
4	https://www.ratiotech.com/blog/lighter-capital-review-and-alternatives-for-b2b-saas-businesses	6
5	https://www.ratiotech.com/blog/top-revenue-based-financing-solutions	10

Getting the articles ranked in the top spots in Google search results is just the first milestone. Our primary goal was to capture leads for our client’s solution. So, we positioned our client’s solution as the best fit for their specific target segment.

How we accomplish that is a discussion for another day, but happy to hop on a call.

Step 3: Capturing and Converting Leads

Once we’ve brought the right traffic, showcased how our client’s solution fits their needs, and built trust, the goal is to inspire action—whether requesting a demo, signing up for a free trial, or becoming a customer. To do this, we place CTAs (Call-to-Action) throughout the content.

For the articles we created for this FinTech client, we encouraged readers to take the next step: register on the platform, request a demo, fill out the ‘Contact Us’ form, try free tools, explore case studies, or dive into related blogs. Every CTA was designed to deepen engagement and move prospects closer to a purchase. Once they show interest in the solution, the sales team steps in to guide them through the next stage.

What we create isn’t just content. It’s a lead-generation engine.

Busting a Myth – Many SaaS CMOs hesitate to create listicles targeting such keywords, fearing these pieces will promote their competitors for free. However, a strategic approach ensures your SaaS product gets the required spotlight from your specific target segment.

Results 

The Impact of BoFu Strategy 

The BoFu content strategy helped put our client’s brand in front of decision-makers who were actively looking for embedded financing solutions, leading to real business impact. Here’s how the results stack up:

Blogs’ Performance on Google

• 29% of BoFu blogs ranked in the top 3 positions on Google, ensuring prime visibility for high-intent searches.
• 43% of BoFu blogs ranked in the top 5, positioning the client’s content above competitors.
• 57% of BoFu blogs secured top 10 rankings, dominating key searches in the industry.

Leads From the Blogs

• A total of 29 inbound leads came directly from BoFu content, proof that ranking for high-intent queries translates to real business results.
• 24 or 83% of these leads were generated by just three high-ranking blogs, demonstrating the power of a laser-focused content strategy.

Article URL	Total Leads
https://www.ratiotech.com/blog/capchase-competitors-and-alternatives	13
https://www.ratiotech.com/blog/comparing-b2b-bnpl-providers	7
https://www.ratiotech.com/blog/top-revenue-based-financing-solutions	4
https://www.ratiotech.com/blog/pipe-competitors-and-alternatives	3
https://www.ratiotech.com/blog/lighter-capital-review-and-alternatives-for-b2b-saas-businesses	2

This strategic execution drove immediate results and laid the foundation for sustained inbound lead generation, proving that BoFu content isn’t just about rankings. It’s about revenue.

Recommended Read: Programmatic SEO Case Study: How We Helped a Network Training Provider Dominate 60+ Markets?

Concurate – Your SaaS Growth Partner

At Concurate, we don’t just create content. We craft lead-generating assets that drive real business impact. This case study is just one example of how a strategic BoFu content engine can turn search traffic into pipeline opportunities.

But BoFu content is just one piece of the puzzle. We help SaaS founders and B2B brands stand out with the following:

• LinkedIn content for founders – Personal brand-building that attracts the right audience and drives inbound leads.
• Ghostwritten articles – Thought leadership pieces that establish authority in the industry.
• Case studies that sell – Turning client success into persuasive sales enablement assets.

If you’re looking for content that not only ranks but generates leads and revenue, let’s talk.

Frequently Asked Questions

1. How can SaaS Companies Effectively Generate Inbound Leads?

Many SaaS companies struggle to attract high-quality leads. One of the most effective ways to solve this is by creating bottom-of-the-funnel (BoFu) content that speaks directly to decision-makers ready to buy. Instead of chasing broad keywords, focusing on high-intent searches and offering in-depth, solution-driven content helps bring in prospects actively looking for the right solution.

Another strategy that’s extremely helpful is pain point SEO. To learn more, check out our case study, which shows how we drove 500+ user sign-ups for one of our client’s B2B SaaS products!

2. What types of Content are most Effective at Converting SaaS Leads?

Content that resonates with prospects in the decision-making stage includes:

• Competitor Comparisons: Highlighting your strengths against other solutions.
• Case Studies: Demonstrating real-world success and ROI.
• Product Demos and Free Trials: Offering hands-on experience with your solution.

These content types build trust and provide the information for prospects to make informed decisions.

3. How does Concurate Help SaaS companies boost lead generation?

We at Concurate excel in crafting tailored content strategies that align with your business goals. Our approach includes:

• In-Depth Research: Understanding your target audience and their pain points.
• Strategic Content Creation: Creating content that directly addresses your prospects’ needs.
• Performance Analysis: Continuously monitoring and optimizing content for better results.

SaaS companies that work with us have seen a noticeable boost in inbound leads and conversions.