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SaaS companies need a robust content marketing strategy that drives traffic and generates high-quality leads.
Unfortunately, most companies and agencies they work with, are focused on bringing as much traffic as possible, which is wrong.
Wasting many resources makes these businesses fail to bring new customers and grow.
One approach that has shown significant results is a high-intent content marketing strategy.
These strategies we used to generate 100,000+ of monthly organic traffic to our clients resulting in over 10,000 monthly qualified leads.
And we’ll show you exactly how to do it for your business.
Let’s dive in!
What is High-Intent Content?
High-intent content is valuable, informative, and actionable content tailored to specific search intentions.
Unlike generic content, high-intent content targets people at the bottom of the funnel(BOFU) that are ready to purchase.
High-intent content marketing goes beyond simply creating blog posts or basic guides.
It focuses on providing detailed answers, solving problems, and meeting specific user queries.
Whether it's through comprehensive how-to articles, in-depth case studies, or informative videos, high-intent content aims to engage and convert potential customers.
Before diving into the implementation of high-intent content marketing, it's essential to grasp its fundamental concepts.
Why Is High-Intent Content So Important for SaaS Businesses?
Investing in high-intent content marketing offers several benefits to SaaS companies.
1. Allows you to establish authority and expertise within your industry
Writing about everything helps you position yourself as an authority of nothing.
Focusing on a specific niche can help identify the true pain points of your customers.
By addressing these pain points directly, you can provide valuable solutions and position your SaaS company as the go-to resource in your industry.
2. High-intent content helps you attract qualified leads
When you provide valuable insights and actionable advice, you increase your chances of capturing the attention of potential customers who are actively looking for solutions to their problems.
That’s why this type of content tends to have a higher conversion rate since it targets people who are ready to buy.
These leads are more likely to convert into paying customers, resulting in a higher ROI for your SaaS business.
Lots of high-intent articles that we wrote had a conversion rate of over 5% and brought our clients over 10k leads on a monthly level, and they are still performing great.
What is Search Intent?
Search intent is an SEO term explaining why someone performs a search engine query.
It represents what a customer aims to find when they search for something online.
Determining keyword intent can often feel like reading your customer’s mind.
However, understanding types of search intent and the language people use when they’re in the consideration stage can help you align your marketing tactics with your customers’ needs.
There are four categories of search intent:
1. Informational - Searchers seek specific information or answers to a question. This is the broadest keyword category. (e.g., “Who, what, how, where, when, why, etc.”)
2. Navigational - Searchers are researching local businesses or attempting to find a specific webpage. (e.g., “Directions to {place}, {place} working hours,{business type} near me, etc.”)
3. Commercial - Here, searchers compare their options before purchasing. (“Review of {product}, best {products in a category}, {Solution A} vs. {Solution B}, etc.)
4. Transactional - Searchers are at the end of the sales funnel and ready to commit. (e.g.”Buy {product}, price of {product}, get a {product}, {product} discount, etc.”)
What Are High-Intent Keywords?
High-intent keywords are keywords with the potential of high conversion rates, meaning that people who search for them have a high chance of converting into subscribers after reading the article.
Those keywords can be easily identified by looking at those targeting the commercial and transactional search intent we just explained.
Commercial and transactional keywords show that the reader is already considering different solutions and wants to buy the one that fits them most.
Most SaaS businesses are making the same mistakes by targeting high-volume keywords without considering the search intent behind them.
Leading businesses to no conversions and potentially hardly ranking, which makes them collapse in every aspect and see their content marketing as ineffective.
But don’t worry, we’ll help you do it properly.
Top 6 High-Intent Content Marketing Strategies to Use Today for Your Business
But before you start creating any content, it's crucial to identify all the keywords that might be valuable for your business and content you tend to create.
It's a step zero that needs to exist in this process, and without it, you can't go further.
0. Identify High-Intent Keywords
Identifying high-intent keywords is a crucial step and one we can’t work without when maintaining a high-intent content marketing strategy.
What we advise our clients and how we do it is we find the balance between search intent, search volume, and keyword difficulty.
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Covering all these high-intent keywords before you get to low-intent keywords is what can bring you quick results.
What’s great about high-intent keywords is that they’re usually much easier to rank for compared to low-intent ones.
Results you can generate from this:
Fast ranking + High conversions = Fast ROI growth
Of course, choosing the right keywords is only one part of your SEO strategy.
Don’t forget to optimize other parts of your website, such as technical SEO, loading speed, page titles and meta descriptions, etc.
1. “How-to” articles
“How-to” articles are product-led content that helps you educate people on how to solve the problem they have by using your product as a solution.
If you know how to implement product-led content properly, it might be of huge benefit to your conversions.
For example, if you have a project management tool, some of the examples of those topics could be:
- “How to manage team tasks”
- “How to manage projects and prioritize tasks”
- “How to improve task management skills”, etc.
These articles serve as a bridge between information and action, providing step-by-step guidance, and a lot of free value while setting your software as a logical solution in readers' minds.
Some exemplary instances of product-led articles include those by software companies like Asana, which frequently publishes detailed guides on maximizing their platform's utility.
2. Listicle articles
Listicles have become a powerful format within product-led articles, offering a structured and easily digestible way to showcase a range of product features, benefits, or recommendations.
When used strategically in high-intent content marketing, listicle articles can captivate readers' attention, educate them about a product's value, and drive them toward a purchase.
People who are searching for these topics are usually close to making a purchase decision.
They know they need specific tools to solve their problem, but they’re still figuring out which option is best for them.
That’s why they search for different options and filter out the best possible ones.
So that’s the place where you can position your product.
Take, for example, “Top 10 AI Chrome Extensions”, which effectively highlights popular products within various categories, steering customers towards well-reviewed and highly rated options.
Similarly, tech review websites often employ listicles to break down the top gadgets, providing readers with a concise yet comprehensive overview of their options.
Incorporating this type of article might bring you tons of potential leads if you present your solution properly.
3. Alternative-based articles
Alternative-based articles are a dynamic approach to helping consumers make informed choices by presenting viable alternatives to a specific product or category.
Crafting these articles involves showcasing the strengths and weaknesses of each software solution, guiding readers toward the best fit for their needs.
Software companies use these topics to create content comparing their products with competitors, aiding potential buyers in selecting the ideal solution for their needs.
Let’s say you’re in the “project management” niche where recognized brands already exist.
Imagine Trello is one of your greatest competitors.
You would probably want to rank for the query “Trello alternatives.”
Why?
People who are searching for this keyword are probably already using Trello, or it's their top favorite to use, but they’re reconsidering the alternatives or trying to switch it for some reason.
These keywords mostly have a lower search volume than other keywords, such as “project management tools” or more general keywords.
However, they tend to convert amazingly and are usually pretty easy to rank for.
Just take a look at an example for “Clickup alternatives”:
Looks awesome, right?!
So why won’t you use that potential?!
That’s the opportunity for you to showcase your product, compare it to different solutions, and potentially make your tool a go-to option.
The question exists: How to implement it in your business?
Here are a few easy steps to follow:
- Identify all your competitors and list them in a single spreadsheet
- Research each one's alternatives using some of the keyword research tools and see if people are searching for each competitor’s alternatives.
- Create an article for each alternative, and make sure to list your product as 1st solution
- Make it high-quality and in detail, including the advantages and disadvantages of each software to make your articles stand out.
If you really give your best to make it useful, easy to consume, and relevant, it will be much easier for you to rank high for this keyword.
Alternative-based articles have been proven to perform very effectively, and they’re helping us bring tons of leads to our clients daily.
So why not use it to your benefit?!
4. Comparison articles
Comparison articles are a cornerstone of high-intent content marketing, offering consumers a comprehensive view of the differences between similar products or services.
These articles play a pivotal role in the decision-making process, helping readers compare their options and choose the most suitable SaaS solution for their needs.
That’s your chance to create in-depth comparison articles comparing different alternatives and to position yours, not only in search results but as a potential option for the readers.
For example, if your alternative is Trello, some examples of the topics could be:
- “Trello vs Asana”
- “Trello vs ClickUp”
- “Trello vs Notion”, and so on.
And you can easily find hundreds of comparison topics like these, especially when there are a lot of competitors in the industry.
Just type the specific software name within the keyword research tool, such as” Trello vs” and you’ll get many potential keywords.
Just for “Trello vs” queries, there are 1,134 keywords you can target, according to Ahrefs.
Okay, there are probably some queries targeting the same topic, but you can pull hundreds of topics just from here.
And what’s great is that these keywords usually possible to rank high, depending on the niche and saturation, and there’s always the possibility to write a better article than existing ones.
Here are a few steps that you should implement to make compelling Comparison articles:
- Write an in-depth article listing and comparing the key features, price integrations, pros and cons
- Mention who the software is for, and make sure to create a comparison table that visually compares those tools and is easy to consume.
- Accentuate the features that none of your competitors have, and make sure to highlight places where your tool is better and unique.
Note: Never talk negatively about your competitors’ software. Instead, be real, and explain who it is best for. It can be insufficient for your audience but simultaneously amazing for your competitors' audience.
Tip: Here’s a tip on how to easily list all the comparison keyword ideas within a single spreadsheet and use it to map your comparison topics and plan the content.
Just create a simple spreadsheet listing the competitor tools on the X and Y axis, and use it as a map to create different comparison articles and ensure you cover it all.
5. Review articles
Review articles are types of high-intent content that offer potential consumers in-depth insights into a particular product's performance, features, and real-world applications.
These articles serve as trusted resources that help potential buyers make informed decisions.
For instance, websites like G2 and Capterra are well-known for producing comprehensive product reviews and breaking down the pros and cons of software, appliances, and more.
To harness the power of review articles, you'll need to focus on unbiased evaluation, clear presentation, and meaningful recommendations to help readers make the best decision.
Let’s say you want to rank for the “Trello review” keyword.
Here’s an example of how CrazyEgg did this in-depth analysis.
These types of articles should be in detail, presenting all the tools' features, pros, cons, pricing, and so on.
They’re mostly not places where you can directly compare them to different solutions like it is with comparison articles.
But you can provide your readers with a specific section where you’ll link the comparisons with other tools, including yours, to make the potential customers consider your solution too.
Just like CrazyEgg did:
Or Cloudwards:
6. Pricing articles
Another type of high-intent content is pricing articles.
These articles provide an in-depth analysis of a product's pricing structure, options, and the value it offers in relation to its cost.
People searching for the pricing plans of specific SaaS tools are the ones at the bottom of the funnel, ready to buy.
You can use this type of article to position your SaaS product as a better value for money compared to your competitors.
Here are some examples of the high-intent keywords regarding pricing:
- “Trello pricing”
- “Asana pricing”
- “Notion pricing,” and so on.
Monday.com, for example, employs pricing articles effectively by detailing the pricing tiers and features of its competitors, helping potential users consider their product as an alternative.
To create compelling pricing articles, it's essential to provide clarity, highlight the benefits of each pricing option, and address potential concerns or questions your audience may have.
Note: As the saying goes, "What gets measured gets managed." To determine the success of your high-intent content marketing strategy, it's important to track and analyze key metrics that reflect its impact on your SaaS business.
Summary
High-intent content marketing is a powerful strategy that allows SaaS companies to establish authority, attract qualified leads, and drive conversions.
Targeting high-intent keywords, creating valuable content, and measuring its impact are vital steps toward maximizing the ROI of your SaaS business.
However, creating high-intent content without a well-defined strategy is akin to shooting in the dark.
To maximize your ROI, developing a comprehensive content marketing plan that aligns with your business goals and target audience is essential.
If you want to uplift your content marketing and SEO efforts with high-intent articles that convert website visitors into leads, we’ll be happy to help you.
Book a free consultation to see how you can leverage a high-intent content marketing strategy to your SaaS business to start generating leads at scale today.
FAQ
What is High-Intent Marketing?
High-intent marketing is a digital marketing approach that focuses on identifying and targeting potential customers who are actively searching for specific products or services.
It aims to reach individuals who are in the advanced stages of the buying process, making them more likely to convert into customers.
What is High-Intent Content?
High-intent content refers to the type of content that is specifically designed to address the needs and interests of individuals who are actively searching for information related to a particular product, service, or topic.
It aims to provide valuable and relevant information to users who are close to making a purchasing decision.
What is Intent-Based Content Strategy?
An intent-based content strategy is a marketing approach that revolves around creating and distributing content that aligns with the search intent of potential customers.
It involves analyzing user intent and search queries and tailoring content to cater to the specific informational needs of the audience, ultimately driving higher engagement and conversions.
What are High Intent Keywords Examples?
High-intent keywords are search terms that indicate a strong intention to take a specific action, such as making a purchase or seeking detailed information.
Examples include "buy now," "best price for [product]," "how to choose the right [service]," and "compare [product] reviews."
These keywords signal the user's readiness to engage with content or make a transaction.
