SaaS marketers face constant pressure to create new content and meet the endless demand for high value case studies, ebooks and white papers that generate leads and sales. While your SaaS company likely dedicates substantial time and budget to content creation, this may not leave much room for you to focus on content optimization.
In this article, we’ll cover the basics on why you should incorporate content performance optimization into your SaaS marketing strategy. We’ll also help you get started with our optimization checklist.
Why performance optimization is crucial
Performance optimization involves tracking, measuring and improving the performance of your content on an ongoing basis. SEO is an important part of this process because, while your SaaS company may have excellent content, you need to get eyeballs on it to generate leads and close sales.
Search drives more traffic to content than any other source. With 49% of users reporting that they discover new products through Google, content marketing and optimization are essential components of a B2B SaaS marketing strategy. Optimization ensures that your content is well positioned to help you rank in search for the terms you want your company to be associated with.
However, content optimization goes well beyond SEO, giving you the insights and concrete fixes you need to get the longest lifespan and greatest ROI out of each piece of content. Once people find your content, you need to ensure that the information you provide is useful and valuable to the reader. You also need to make sure you optimize the content for conversion with an obvious flow and strong call to action (CTA).
It’s essential to identify which pieces of your content have the biggest opportunities for improvement. By optimizing this collateral for higher performance, you can make your existing content work harder and drive more conversions, instead of spending your time and money on creating new content.
How to get started
To conduct effective content optimization, you first need to understand:
- which pieces of your B2B SaaS content are driving conversions
- which keywords and calls to action are getting results
- what specific tweaks and fixes will increase engagement and conversions
This will enable you to determine:
- what opportunities you can leverage to increase views of your content
- what existing content you should be promoting
- what opportunities you can uncover to reach a broader audience
If you’re not sure what metrics you should be tracking, start by learning about the difference between valuable metrics and vanity metrics. Another key to successful optimization is to establish a measurement framework, which shows the metrics you decide to track.
Streamline the process with a checklist
Once you’ve created your B2B SaaS content measurement framework, you’re ready to begin the optimization process. At Uplift Content, we’ve developed a simple but effective checklist that you can use to optimize your content before you publish it.
Here are a few examples of the items you’ll find in the Content Performance Optimization Checklist:
- Does your URL slug include the focus keyword?
- Did you remember to link to other pages on your site?
- Do you have a persuasive call to action?