LBD #067: 2x Revenue by not writing for search engines

Reading time: 4 minutes

Poor content is costing you potential customers. Your competitors are enjoying sales & increasing market share. The secret? They’re not writing for search engines.

Product-led content strategies are revolutionizing the way SaaS founders approach marketing, but many are still stuck in outdated practices. While PageRank is still a ranking factor, focusing on your product is also crucial.

The biggest obstacle? Creating content that fails to showcase your product's value while addressing your audience's pain points.

This disconnect leaves potential customers scrolling past your carefully crafted articles unmoved and unconvinced. Imagine pouring resources into content that generates traffic but fails to convert.

Without a product-led approach, you're essentially shouting into the void, hoping someone might stumble upon your solution.

The consequences? Wasted marketing budgets, stagnant user acquisition, and a growing gap between your content and your bottom line.

Product-led content strategies help you transform your marketing from a mere traffic generator to a powerful conversion channel.

You can naturally weave your product into solutions for your audience's problems, building trust and familiarity before your customers even sign up.

This approach not only drives organic growth but also improves user retention by educating customers on your product's full potential.

The rewards are substantial: increased qualified leads, higher conversion rates, and improved customer satisfaction.

SaaS companies like Semrush have seen remarkable success with this strategy, with readers explicitly citing their content as the reason for signing up.

Yet, many SaaS founders hesitate to adopt this approach, fearing it might come across as too promotional.

They're missing a crucial insight: today's savvy consumers want to understand how your product works before committing.

Your customers are constantly looking for solutions to their problems and showcasing how your product can solve their problems.

If you don’t promote your product within your content, your customers won’t convert.

The idea is to convert a problem-aware audience into a solution-aware audience.

The missing piece?

A content strategy that seamlessly integrates your product into valuable, problem-solving content. It's not about hard selling; it's about demonstrating real-world value through storytelling and practical examples.

Calibrate Your Content Strategy today!

As a SaaS founder, you can transform your content strategy into a powerful channel for growth and user acquisition.

This approach not only attracts potential customers but also educates them on the value of your product, leading to higher conversion rates and improved user retention.

As you consistently deliver valuable, product-centric content, you'll establish your SaaS as a trusted solution in your niche, driving sustainable business growth.

Here are the three steps you can start implementing today to leverage the benefits of product-led SEO.

# 1. Identify Customer Pain Points and Create Content Accordingly

Conduct thorough research to understand your target audience's challenges. Analyze customer feedback, talk to your customers, and collaborate with your sales and support teams.

Create a comprehensive list of pain points and map them directly to your product's features and solutions.

Use this mapping to generate content ideas that naturally showcase how your product addresses specific user needs.

For example, if a common pain point is "difficulty tracking sales team performance," create content around "How to Easily Monitor Sales Rep Targets?" that subtly walks through your dashboard feature.

#2. Develop a Content Calendar Focused on Use Cases

Create a structured content calendar that prioritizes addressing user pain points through practical use cases.

For each piece of content, clearly define the target audience segment, the specific problem being solved, and the relevant product feature to highlight.

Aim for a mix of content types, such as blog posts, video tutorials, and case studies, each demonstrating how your product solves real-world problems.

Ensure that your product is seamlessly woven into the narrative without feeling forced. This approach not only educates your audience but also illustrates your product's value in action.

#3. Implement and Iterate Based on Performance Metrics

Start producing and distributing/repurposing your product-led content across relevant channels, such as your social media and email newsletters. Use analytics tools to track key performance indicators like engagement rates, time on page, and conversion rates.

Pay special attention to which topics and content formats resonate most with your audience. Regularly review these metrics and gather user feedback to refine your content strategy.

Continuously optimize your approach by doubling down on successful content types and adjusting underperforming pieces to better align with user needs and showcase your product's value.

Video Guide

Today’s action steps →

1. Conduct a comprehensive customer pain point analysis

   • Survey existing customers using in-app tools or email

   • Analyze support tickets and customer feedback

   • Review online reviews and ratings on platforms like G2 and Capterra

   • Create a prioritized list of the most common and impactful pain points

2. Develop a product feature mapping document

   • List all current product features and their primary functions

   • Match each feature to the specific pain points it addresses

   • Identify any gaps where pain points are not adequately addressed by existing features

   • Prioritize feature development or improvements based on this mapping

3. Create a content calendar focused on pain point solutions

   • Design a 3-month content plan addressing top pain points

   • Include a mix of content types (blog posts, videos, case studies)

Masters of SEO

1. How product-led SEO and product-led content are two different things?

2. How product growth directly positively impacts the SEO

3. Story of Typeform on how product-led SEO helped them gain $3M LTV

How can I help you?

I put a lot of effort into coming up with a single edition of this newsletter. I want to help you in every possible way. But I can do only so much by myself. I want you to tell me what you need help with. You can get in touch with me on LinkedIn, Twitter, or email to share your thoughts & questions that you want to be addressed. I’d be more than happy to help.